The global beauty and cosmetics market is projected to hit $677 billion in 2025. But behind the glossy Instagram feeds, 90% of new beauty brands struggle to survive their first three years online. With ad costs soaring and competition fiercer than ever, only a handful of beauty and cosmetic brands are reporting double digit growth.
In this article, we’ll reveal 10 standout brands that have cracked the DTC code, sharing their revenue, key features, conversion secrets, and the best Shopify apps powering their success.
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Best Shopify Beauty and Cosmetics Store Examples
1. Sukoshi Mart
Overview:
Sukoshi Mart specializes in K-beauty skincare, makeup, and popular lifestyle products, including trending anime collectibles and K-pop items. The brand appeals to culturally curious, trend-savvy Gen Z and millennial audiences seeking authentic East Asian goods. Its mission is to deliver joy through discovery and nostalgia while offering a seamless omnichannel experience.
Annual Revenue: $50+ million (estimated)
Country: Canada
Top Shopify Apps used by Sukoshi Mart:
- Appbrew for mobile app development
- Aftersell for post purchase upsell
- Instafeed for Instagram feed
Key features of Sukoshi Mart:
- Curated selection of Asian beauty, snacks, and K-pop products
- Regional pricing with Shopify Markets & Multi Currency
- App-exclusive drops, rewards, and bundles
- Gamified loyalty programs
- Personalization across product recommendations based on location, old, new user using Shopify tags.
Why Sukoshi Mart stands out:
Sukoshi Mart delivers a seamless mobile shopping experience designed for a global audience. By integrating Shopify Markets and Multi Currency inside the app international customers can shop in their local currency.
It goes beyond standard shopping by offering curated bundles, app-only drops, and subscriptions that keep users engaged. Personalized product recommendations and gamified rewards give every user a reason to return.
Since launching their mobile app with Appbrew, Sukoshi Mart has doubled its conversion rate. Today, more than 40% of its total sales come directly through the app.
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2. E.l.f. Cosmetics
Overview:
Founded in 2004 with a mission to make premium-quality makeup accessible, the brand specializes in affordable, cruelty-free cosmetics targeting Gen Z and millennial consumers.
Annual Revenue: $1.3 billion (fiscal 2025)
Country: United States
Key features of Elf Cosmetics
- Shoppable Stories with latest product drops
- In-app games to earn Beauty Squad points
- Barcode scanner for in-store tutorials and ingredient info
- Push notifications for new launches and offers
- Order tracking, store locator, and app-exclusive deals
Top Shopify Apps used by Elf Cosmetics:
- Loyalty program management (Beauty Squad)
- Klaviyo for email marketing
- Rebuy for personalization and recommendation engines
Why Elf Cosmetics stands out:
e.l.f. Cosmetics delivers a high-impact mobile experience that blends shopping, content, and community. The app brings together product discovery, loyalty, and gamified engagement in one place.
It goes beyond traditional beauty apps with features like swipe-based discovery, in-app games to earn points, and shoppable stories that keep users coming back. Barcode scanning, push alerts, and a vibrant Beauty Squad community make the experience feel personal and connected.
Since launching its app, e.l.f. has turned mobile into a powerful sales channel. However, e.l.f. app is custom-built and not on Shopify.
If you're a fast growing beauty brand looking to launch an app like elf cosmetics, Appbrew can help you launch a high-performing mobile app just like e.l.f.
3. Forever Beaumore
Overview:
Forever Beaumore is a beauty and wellness brand focused on skincare, body care, and health supplements inspired by Asian beauty rituals. With a loyal customer base in the U.S., the brand serves modern consumers looking for gentle, effective formulations with proven ingredients. Forever Beaumore bridges tradition and innovation, offering a curated experience built around skin education and personal care.
Annual Revenue: $10+ million (estimated)
Country: United States
Top Shopify Apps used by Forever Beaumore:
- Appbrew for mobile app development
- Loox for product reviews
- Postscript and Klaviyo for SMS and email marketing
Key features of Forever Beaumore
- Interactive skin quiz for product discovery
- Shop by skin type for personalized browsing
- Learning section with skincare education
- App-exclusive promotions and campaigns
- BOGO offers and free gifts on orders
Why Forever Beaumore stands out:
Forever Beaumore transforms the customer journey through a mobile app built for discovery, personalization, and education. Customers can take an interactive quiz, shop by skin type, and explore a dedicated learning section. This makes product selection simple and informed.
The app also includes built-in promotions like BOGO offers and free gifts. These drive higher order values and keep the shopping experience engaging.
First-party data from the app syncs directly into Klaviyo and Postscript. This enables personalized SMS and email campaigns that boost engagement and repeat sales.
Since launching their app with Appbrew, Forever Beaumore has built a high-performing sales channel. The brand now sees stronger conversions and deeper customer loyalty through tailored, value-driven experiences.
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4. Rare Beauty
Overview:
Founded by Selena Gomez in 2020, Rare Beauty is a purpose-driven cosmetics brand that celebrates individuality and emotional well-being. It offers inclusive, high-performance products designed to enhance natural beauty rather than cover it up. The brand’s focus on mental health awareness and community has earned it a loyal global following.
Annual Revenue: $400+ million (12-month period ending February 2024)
Country: United States
Top Shopify Apps used by Rare Beauty
- Attentive for SMS marketing
- Rise.ai for gift cards and loyalty
- Klaviyo for email marketing
Key features of Rare Beauty:
- Elegant, minimalist visual design that reflects brand values
- Extensive shade range for all skin tones
- Integrated mental health messaging and resources
- Optimized mobile shopping experience
- Step-by-step product education and usage guides
Why Rare Beauty Stands Out:
Rare Beauty stands out by blending purpose with performance across every touchpoint. Its mobile shopping experience reflects the brand’s minimalist, inclusive identity with clean design, intuitive navigation, and a deep focus on self-expression.
Nearly half of Rare Beauty's sales come from international markets, driven by an exclusive retail partnership with Sephora in most regions. The brand’s ability to connect commerce with impact, while maintaining a premium digital experience, is what sets it apart.
5. Minimalist
Overview:
Minimalist is an Indian skincare brand founded on creating science-backed, ingredient-focused formulations. The brand targets educated consumers who want transparency in skincare ingredients and evidence-based product claims.
Annual Revenue: $42+ million
Country: India
Top Shopify Apps used by MInimalist:
- Appbrew for launching mobile app
- Okendo for social proof
- Fast Bundle for Bundle Creation
Key features of MInimalist:
- Science-based product formulations and marketing
- Transparent ingredient listings and explanations
- Educational content about skincare science
- Minimalist design reflecting brand philosophy
- Clear product efficacy claims with supporting data
Why Minimalist stands out:
Minimalist’s mobile app uses an AI Skin Analyzer to assess user photos and recommend personalized skincare routines based on visible concerns like acne, pigmentation, or dryness. These tailored recommendations improve product relevance and boost first-time conversions.
The app also supports skincare bundle creation, and subscriptions along with educational content that keeps users engaged post-purchase. As a result, Minimalist reported a 2X increase in conversion rate and 40% of the total sales after launching a mobile app with Appbrew.
6. Glossier
Overview:
Founded by Emily Weiss in 2014, Glossier grew out of the cult beauty blog Into The Gloss and quickly became a modern beauty icon. Known for its “no-makeup makeup” approach and skincare-first philosophy, Glossier delivers products that feel personal, effortless, and community-built.
Annual Revenue: Nearly $250 million est.
Country: United States
Top Shopify Apps used by Glossier:
- Yopto for Product Reviews
- Klaviyo for email and sms marketing
- Infinite Product Options for creating custom product options
Key features of Glossier:
- Minimalist aesthetic with clean product photography
- Community-driven product development process
- Strong social media integration
- Emphasis on customer reviews and testimonials
- Simplified product discovery and navigation
Why Glossier Stands Out:
Glossier stands out by turning its community into co-creators and advocates. Its mobile-first experience mirrors the brand’s minimalist DNA - simple, beautiful, and deeply interactive. Product discovery is effortless, with clean visuals, social proof, and a layout that feels familiar to a content feed. The app and site lean into user reviews, product tagging, and real-time feedback to guide purchases and build trust.
7. Dermaclara
Overview:
Dermaclara is a skincare brand known for its patented silicone patches and dermatologist-tested products that target stretch marks, fine lines, and skin texture. With a strong focus on clinical results and ease of use, the brand appeals to customers seeking non-invasive, science-backed skincare solutions.
Annual Revenue: $20+ million (estimated)
Country: United States
Top Shopify Apps used by Dermaclara:
- Appbrew for mobile app development
- Rebuy for personalized recommendations
- Smile.io for loyalty and rewards
Key features of Dermaclara:
- AI-powered concierge for guided product discovery
- Personalized shopping with Rebuy integrations
- Loyalty rewards through Smile.io
- App-exclusive bundles and offers
- Native push notifications for re-engagement
Why Dermaclara stands out:
Dermaclara offers an AI-powered concierge that helps customers discover the right products for their skin goals, reducing decision fatigue and improving conversions. Smart personalization powered by Rebuy delivers product suggestions and bundles based on real-time behavior. The brand also uses Smile.io to reward loyalty, giving customers points, perks, and reasons to return.
First-party data collected from the app syncs into marketing tools, enabling precise retargeting and personalized campaigns. Together, these features turn the app into a high-performing channel that drives both customer satisfaction and repeat purchases.
8. MCoBeauty
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Overview:
MCoBeauty is one of Australia’s fastest-growing beauty brands, known for delivering affordable, high-quality cosmetics and skincare. The brand creates an approachable, education-focused experience for everyday beauty shoppers through structured content, social proof, and mobile-first design.
Annual Revenue: $202+ million
Country: Australia
Top Shopify Apps used by MCoBeauty:
- Boost AI for AI powered search
- Instafeed for Instagram feed
- Klaviyo for email marketing
Key features of MCoBeauty:
- Customer video testimonials across key pages
- Structured product education for simplified discovery
- FOMO-style stock alerts and urgency elements
- Highlighted value propositions on every product page
- Mobile-optimized experience from browse to checkout
Why MCoBeauty stands out:
MCoBeauty stands out by making beauty shopping informative, intuitive, and real. Its mobile experience blends education and urgency. Product pages are structured with clear sections like “What Is It?”, “What It Does,” and “Why You’ll Love It,” making the value easy to digest. Stock alerts and limited-time callouts drive urgency without overwhelming the user.
Video testimonials and social feeds add authenticity, helping customers trust the product before buying. With a mobile-first design that guides users through discovery to checkout, MCoBeauty proves that clarity, trust, and value can drive conversion at scale.
9. Rhode Beauty
Overview:
Founded by Hailey Bieber in 2022, Rhode Beauty is a minimalist skincare brand focused on clean, effective formulations. With a curated product line and strong founder presence, the brand has quickly captured the attention of Gen Z and millennial skincare consumers.
Annual Revenue: $212 million (Acquired by e.l.f. Beauty)
Country: United States
Top Shopify Apps used by Rhode Beauty:
- Okendo for social proof
- Attentive for email and SMS marketing
- Rebuy for personalization
Key features of Rhode Beauty:
- Clean, minimalist design aesthetic
- Limited but highly curated product range
- Strong social media integration
- Celebrity founder endorsement and involvement
- Mobile-optimized user experience
Why Rhode Beauty stands out:
Rhode Beauty stands out by combining simplicity with genZ relevance. Its mobile-first experience reflects the brand’s clean aesthetic, tight product focus, and GenZ voice.
The mobile shopping experience is built for speed, clarity, and conversion. Personalized recommendations powered by Rebuy, real-time updates through Attentive, and user-generated reviews via Okendo keep the experience tailored and trusted.
Rhode has scaled rapidly through direct-to-consumer channels doubling its customer base within a year.
10. FFS Beauty
Overview:
FFS Beauty is a UK-based personal care brand focused on sustainable grooming solutions and refillable beauty products.
Country: United Kingdom
Top Shopify Apps used by FFS Beauty:
- Appbrew for mobile app development
- LiveMeUp for live shopping
- Awin for affiliate marketing
Key features of FFS Beauty:
- Affiliate-driven user acquisition
- Live shopping integrations to drive engagement
- High-converting mobile promotions system
- Mobile-optimized discovery and navigation
- Refillable product focus with clean, minimalist design
Why FFS Beauty stands out:
FFS Beauty stands out by keeping its mobile experience clear, fast, and focused on value. The app is built around high-impact promotions that convert with smart banners, exclusive offers, and limited-time deals that feel timely and relevant.
By combining live shopping, clean navigation, and conversion-first design, FFS turns mobile traffic into loyal customers without overcomplicating the journey.
Conclusion
In 2025, the best-performing beauty and cosmetics brands are prioritizing mobile-first shopping experiences to drive growth in the DTC space. With 3 out of 4 customers browsing and buying on mobile, brands are optimizing every touchpoint for smaller screens, faster attention spans, and personalized journeys.
And within mobile, apps are outperforming mobile web across all key metrics. Top brands like e.l.f. Cosmetics, Sukoshi Mart, Forever Beaumore, Minimalist, and Dermaclara are using mobile apps as their primary growth lever. Sukoshi Mart doubled its conversion rate and now sees 40% of total sales from its Appbrew-powered app.
If you're a fast growing beauty brand looking to launch an app for your brand, Appbrew can help you build a high-performing mobile app with all the features highlighted above.
